阜新拼多多电商运营培训
小红书电商运营培训
以直播、短视频、兴趣电商等为代表的新电商模式是以内容生产、商品营销新场景为特征的，这些电商模式综合运用了多种形式的现代信息技术和手段，通过多样化的内容触达消费者的需求，通过多样化的新消费场景促使商品供需高度匹配，从而更加生动、直观、高效地满足消费者的需求。
而除去自己下场做品牌外，代运营企业们整齐划一地将自己包装为“科技企业”， 但区别于当下AIGC技术商业化与电商领域的创新性融合，代运营企业的数字化能力大多仍集中在搭建集成式的中台体系，这些都不是高处的技术果实。In addition to branding themselves in the future, proxy operators neatly package themselves as "technology enterprises". However, unlike the innovative integration of AIGC technology commercialization and e-commerce, most of the digital capabilities of proxy operators are still focused on building integrated mid platform systems, which are not high-altitude technological fruits.
更现实的一面是，代理模式也变得越来越不赚钱。宝尊在2022Q4业绩交流会上就指出：“在TR（take rate）方面，已经变得竞争较为激烈。”丽人丽妆2022年财报也显示，其线上品牌营销管理运营（代运营）的毛利减少了20%个百分点。More realistically, the proxy pattern is also becoming less and less profitable. At the 2022Q4 performance exchange meeting, Baozun pointed out that "in terms of TR (take rate), the competition has become more intense." The 2022 financial report of Liren Lizhou also showed that the gross profit of its online brand marketing management operation (agency operation) decreased by 20%.
正体现出了快时尚的行业变化，电商砍掉中间环节后，消费者反馈喜好的速度变快，快时尚捕捉“流行趋势”更难了，导致ZARA、H&M本土化都没有成功。但捕捉消费者偏好，预测潮流正是电商的能力圈，SHEIN就是最好的证明。SHEIN已经珠玉在前，电商巨头们自然不会放过这个机会。This reflects the changes in the fast fashion industry. After the elimination of intermediate links in e-commerce, the speed of consumer feedback on preferences has become faster, making it more difficult for fast fashion to capture "popular trends", resulting in unsuccessful localization of ZARA and H&M. But capturing consumer preferences and predicting trends is the ability circle of e-commerce, and SHEIN is the best proof. SHEIN has already taken the lead, and e-commerce giants will naturally not miss this opportunity.
前者典型案例是壹网壹创。壹网壹创在2021年创办的首个自有品牌每鲜说，但由于经营不善，每鲜说很快被壹网壹创转卖股权，股权转让也影响了壹网壹创的利润表现。2022年前三季度，壹网壹创累计实现投资收益达1342万元，同比减少2496万元，主要受同期每鲜说股权转让的影响。The typical case of the former is Yiwang Yichuang. The first private brand established by Yiwang Yichuang in 2021, Yixian Shuo, was quickly resold by Yiwang Yichuang due to poor management. The equity transfer also affected Yiwang Yichuang's profit performance. In the first three quarters of 2022, Yiwang Yichuang achieved a cumulative investment income of 13.42 million yuan, a year-on-year decrease of 24.96 million yuan, mainly affected by the equity transfer of Meixianshou during the same period.
